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Since Dongfeng Honda Jade went public in 2013, due to its special market positioning and tepid sales performance, it has an awkward position in the manufacturer's product line and in the market, and its future is in doubt. News of Jed's withdrawal from the Chinese market began to spread earlier and was finally confirmed today. According to media quotes from Dongfeng Honda insiders, Jade will officially stop production next year.

Insiders also revealed that although the popularity and reputation of Jade models have been not poor, but it is not popular, sales are far from meeting manufacturers' expectations, so eventually to the fate of stop production.

Jade this car is difficult to have a very clear market position, with the appearance of a large hatchback, but because of the existence of the six-seater version, it has the attribute of MPV, so its target consumer group is relatively vague. Jade is a model designed specifically for the Chinese market before it goes on sale in Japan's home market. Based on the ninth generation Civic, Jade was officially put into production by Dongfeng Honda in September 2013, with a price of 14.98-183800 yuan, powered by 1.8L naturally aspirated engine + 5-speed AT automatic transmission, and 1.8L naturally aspirated engine + CVT continuously variable transmission powertrain. The stylish look gave Jed a good initial sales record, with monthly sales averaging more than 5000 in 2013 and 2014, falling to more than 4000 in 2015 and continuing to decline to less than 3000 in 2016.

After four years of service, Jade went on sale in 2017 with a new front face and LED headlamp set, and on the power side, the 1.8L+CVT powertrain was replaced by a 1.5T turbocharged engine + CVT gearbox powertrain, and the low and medium 1.8L+5AT models were retained. In addition, the selling price has been lowered, and the guiding price is 12.99-179900 yuan. Jade's sales rose after the new model went on sale and remained stable in 2017 and 2018, with an average of about 3500 vehicles a month.

In March 2019, the 2020 Jade was launched, the six-seater version was completely cancelled, the configuration was slightly upgraded, the power remained unchanged compared with the old model, and the powertrain of the low-equipped 1.8L+5AT is still in use today. The deadliest thing is that Dongfeng Honda did not match the national six standard powertrain, and the new model is still the national five standard, resulting in a total suspension of sales in the main selling areas where the sixth national sixth is implemented, and then sales suffered a sharp drop.

There is no news of the replacement of the model, the power system is relatively old, can only meet the national five emission standards, Jade this six-year service model, is undoubtedly Dongfeng Honda abandoned. The latest sales figures show that Jade has sold less than 1,000 units for many months in a row, with cumulative sales of 13212 vehicles from January to October this year.

In fact, almost all Honda models have met the national six emission standards, with the exception of Feido and Jade. Honda Feido will introduce a new generation of models next year. Due to manufacturers' considerations, Feido will not have a national sixth version before the launch of the new generation of models, but it is certain that Feido will not stop production. However, Jed's tepid market performance may be doomed to be replaced.

Publicity is almost zero, sales are gradually declining, Jed in the sales life cycle does not have many bright spots, but there have been several defect recalls. In July 2017, Dongfeng Honda Jade was recalled a total of 140876 vehicles because of the possibility that external conductive liquid could invade the electroplating through hole of the battery sensor substrate and short circuit, causing parts to burn and, in extreme cases, engine compartment fire. In September 2018, 22702 Jade with 1.5T engines were recalled because of the "throttle" technical storm. In November 2018, Jed was forced to recall 4143 vehicles because the sunroof glass bottom coating did not meet the specification requirements, which reduced the glass adhesion and caused the skylight glass to fall off.

Jed's fate of stopping production also confirms the shrinking market demand for hatchback cars and even station wagons in the Chinese market. In the hatchback car market, the best sales are Volkswagen Golf, Audi A3 and so on, but monthly sales will not exceed 10,000 units, and the traditional hatchback car is still the top priority for consumers. Ford focus sales decline, the new generation of Mazda 3 Oncella did not introduce hatchback models at the same time, hatchback sedan lukewarm market position, manufacturers are more and more cautious about the layout of the product. On the other hand, consumers' demand for SUV products with more comprehensive functions has reduced the market space of hatchback cars to a certain extent.

Data show that Honda sold 1271286 vehicles in China from January to October 2019, an increase of 15.2% compared with the same period last year. The main volume models are Accord, CR-V, Civic, Colour / XR-V, Ling Pai, etc., compared with Jade's sales figures of several hundred units per month, which is almost negligible, and it is reasonable to be cut down. It is also reported that Honda introduced the Civic hatchback version to replace Jade's market position, even though the current voice of the Civic hatchback version is high, but the unstable market performance of the hatchback model also makes the future of the Civic hatchback uncertain.

This is after the Honda song poem map, another Honda classic model discontinued, Dongfeng Honda Jade will eventually become history.

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